Build It: How Raza Clothing is Using AI Virtual Try-On to Revolutionize In-Store Fashion Retail
Welcome back, fashion tech enthusiasts!
In a retail landscape where trends shift as quickly as the seasons, innovation is the only constant. That’s why Afsal Koya, the visionary behind US streetwear label Raza Clothing, embraced AI-powered virtual try-on technology to transform how customers shop. Partnering with AIMIRR, he’s bringing interactive, digital experiences into physical stores, merging style with cutting-edge tech in ways that capture attention and drive sales. This article accompanies the Build It series on our podcast, Venturing Into Fashion Tech.
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From Computer Science to Streetwear
In the world of fashion, it’s not often you meet someone who swaps coding for clothing racks. But that’s exactly what Afsal Koya did. Today, he’s the CEO of Raza Clothing, a US-based fashion label and store known for its trend-led streetwear and innovative approach to retail. His journey began in 1992 with a small store in Zanesville, Ohio, and has since grown into a multi-location brand that blends style with cutting-edge technology.
A Journey from the Keyboard to the Catwalk
Afsal’s career path is anything but typical. Trained in computer science, he realised early on that sitting in front of a screen from nine to five wasn’t his calling. Instead, he found himself drawn to the way people express themselves through clothing.
“When I was in school back in India,” he recalls, “I was known as the kid who would always rip my jeans, have my dad run over them with the car a couple of times to get a different fade. I was always fascinated by how people project who they are through fashion.”
That fascination became a lifelong passion. From his first store in Zanesville, he expanded to Lancaster, then took the leap into bigger markets like Columbus and Indianapolis. Along the way, he built not just a business, but a philosophy: love the industry, keep learning, and never stop innovating.
The Power of Continuous Improvement
Afsal lives by a simple rule: “You don’t need to carry a mountain every day, but you need to carry at least a pebble.” In other words, small, consistent steps lead to big results over time.
Without a mentor to guide him, Afsal learned through trial and error, what he calls “burning my hand first.” The result? A sharp business instinct and an unshakable belief that teamwork and curiosity are essential for growth.
Bringing Virtual Try-On to the High Street
In recent years, Afsal has been working with AIMIRR, an AI-powered virtual try-on (VTO) technology, to bring a new level of interactivity to shopping. Installed at Castleton Square Mall in Indiana, Raza Clothing’s “magic mirror” lets customers see how clothes look on them without ever stepping into a fitting room.
For shoppers, it’s a time-saver. For the store, it’s a magnet. Even passersby who weren’t planning to shop find themselves stopping to experiment with different outfits virtually, often stepping inside to make a purchase afterwards.
“I think having an AI mirror greatly enhances the fit experience,” Afsal explains. “Time is the most precious commodity we have. If a customer can find their fit and style without the hassle, it makes the buying decision much easier.”
The benefits of virtual try-on technology reach far beyond simple convenience. For retailers, it offers a way to cut costs significantly, reducing the need for vast amounts of physical inventory, which is often responsible for tying up 20 to 30 percent of a store’s capital. With VTO, stores can present far more styles without the burden of holding every item in stock. This also opens the door to showcasing entire collections without the space restrictions of a traditional retail floor.
Equally important is its ability to engage the next generation of shoppers. Augmented reality experiences resonate strongly with Gen Z, a group that thrives on novelty, interactivity, and seamless digital integration. 92% of Gen Z consumers want to use AR for e-commerce. In many ways, VTO is where the online and offline worlds converge, representing an omnichannel approach that reflects the changing expectations of today’s consumers.
The Future of Fashion and AI
Afsal sees virtual try-on as more than a gimmick. It’s a bridge between the convenience of online shopping and the tactile appeal of in-store browsing. While challenges remain—like perfecting colour accuracy and accounting for diverse body shapes—advances in AI and machine learning promise exciting developments ahead.
For Raza Clothing, the focus remains clear: combine fashion’s emotional appeal with technology’s practical benefits. In doing so, Afsal is creating a retail experience that’s faster, smarter, and more personal.
Want to Learn More and Connect?
Find out about Raza Clothing: razaclothingstore.com. If you believe in smarter shopping experiences and sustainable fashion, explore how AIMIRR is transforming the way we try, size, and shop. Visit aimirr.com to learn more. Get in contact with Afsal on Linkedin:
If you're a brand leader or retailer looking to reduce returns, boost conversions, and offer truly personalized experiences, AIMIRR can help. Book a demo at Beyond Form to see how our patented AI and virtual try-on technology brings fit accuracy and customer satisfaction to the forefront. Let’s redefine the future of fashion—together.
